Lead Magnet Secrets to Success

Chapter 01: Lead Magnet Secrets to Success

Lead Magnet Secrets to Success

If you’re not using a lead magnet to draw new customers (or even repeat customers) to your business, you may be missing out on one of the most powerful strategies available for maximizing your leads list. A strong lead magnet strategy will help you attract new leads and convert potential customers into actual customers.

Here is a powerful yet simple rule. Always give people more than they expect to get.
--Nelson Boswell

Very simply, a lead magnet is an attractive value offered to people in exchange for their contact information. The best lead magnets are designed to be nearly irresistible to your ideal customer. Knowing how to create a lead magnet that works for customers is key to making this concept work for you. To leverage this strategy, below we share lead magnet secrets to success.

Secret #1 VALUE: Offer your audience something valuable and essential that will make them want to sign up.

A decade or so ago, it was much easier to get people to sign-up for more information without even offering anything in exchange. As consumers today, we are much savvier and information is readily available so it’s easy to feel overwhelmed. Many people are reluctant to ‘sign-up’ to receive even more info in their inboxes. The first secret is to craft a lead magnet that offers an essential solution that’s also unique and brings real value.

Secret #2 RESEARCH: To attract your customers you need to know what they want.

Do your research to learn what your ideal customer values. Find out what products and services get top ratings where your audience shops. What does your customer talk about on Twitter, search on the internet, study online and in schools? What are your competitors selling? If you can offer something better and for free, you’ll attract people who want what you’re giving away.

Secret #3 SURVEY: Surveys are lead magnets that help you get to know what your customer needs.

Are you struggling with what to offer as a lead magnet? Are you unsure what topics or resources will resonate with your ideal customer? Ask your audience what they want or need. Create a survey to ask the general public a series of questions about their interests, problems or needs. The survey itself can become a lead magnet when potential customers are asked to enter the survey experience by registering with their name or other contact information. As a bonus, you will also have some survey data that can help you build your next marketing campaign using lead magnets.

Secret #4 GET SMART: Use S.M.A.R.T. guidelines to craft lead magnets that your potential customers can’t resist.

Originally coined for use in goal setting and strategic planning, the acronym S.M.A.R.T. stands for specific, measurable, action-oriented, realistic and time-bound. These are helpful guidelines for goal setting and also an excellent guide for crafting an enticing lead magnet. Consider the difference between the following lead magnet statements.

General statement: Learn how to lose weight (not very enticing, right?).
S.M.A.R.T. lead magnet: Lose 10 pounds before spring break and get ready for bikini season.

The S.M.A.R.T. lead magnet statement is specific and measurable (lose 10 pounds), time bound (before spring break) and action-oriented (get ready for bikini season). When you create specific lead magnet language, your potential customer will know exactly what to expect from the tool you’re offering.

Secret #5 DELIGHT: Under-promise and over deliver

One of the best ways to begin a strong customer relationship is to delight your customer by exceeding his or her expectations. Take care not to make promises in your lead magnet that you can’t deliver on. While you want your lead magnet to be enticing, the best scenario is to promise something useful and then to deliver something that is surprisingly valuable—amazing even. One example is a life coach who offered a worksheet for organizing your to-do list into goals to drive accomplishments throughout the year. A prospective customer registered to receive the template and wrote the below in her customer review.

The worksheet looked clear and simple so I registered to get the download. I knew it could be helpful in organizing some things—I didn’t know it would change my life.

Now that’s a delighted—and grateful—customer who will be likely to purchase product or services on the strength of her positive experience with the lead magnet.

The key is to set realistic customer expectations, and then not to just meet them, but to exceed them—preferably in unexpected and helpful ways.
--Richard Branson